“Nobody knows our SaaS brand”
The number of times I’ve heard this line in my career: “We struggle to sell because no one knows us” …. I could write a book about it.
My perspective: It doesn’t matter.
You can get billboards on every street corner, run daily campaigns on prime TV, and still struggle to sell.
The problem is not your brand awareness; it’s a problem awareness. The problem always comes before the brand in the customer’s mind.
So to crack this, we have to think differently.
Here’s the thing
It’s not about us (our brand) but about them (our ideal customer).
They only care about our brand once they have a very expensive problem that’s critical to solve. So, our opportunity lies in that intersection.
And that means one thing: Get super clear about what type of problem we can solve like no one else and drive meaningful conversations around that.
The simpler we make this – the more Rolodex moments it will trigger.
You don’t have to invest millions in brand awareness. Instead Invest valuable minutes in planting the problem/solution seeds within your network.
A typical Enterprise SaaS sales exec needs ten good deals to make their target. Getting hyper-focused here means you need 13 of the right prospects to achieve that. Who needs a billboard for that?
Question for you to reflect upon
If you explain what you do to a stranger – how often does this trigger a Rolodex moment that gets you a warm introduction? What if you’d change that?
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